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The role of psychological and behavioral aspects in the development of a business plan

Author(s) А. А. ОСІПОВА, , ,
Barabash L.V., , , Uman National University of Horticulture, Ukraine
Category Economics
year 2022 issue Issue number 100. Part 2
pages 352-360 index UDK 330.16:005.511(083.92)
DOI 10.31395/2415-8240-2022-100-2-352-360 (Link)
Abstract The economic crisis caused by the aggressive armed invasion of the Russian Federation into Ukraine has necessitated the search for alternative methods and approaches to ensure the competitiveness of domestic enterprises and the formation of effective management. From this point of view, more and more attention of the domestic business sphere is paid to business planning – as a basis for any business and investment initiatives. The business plan in the community of foreign scholars and practitioners of financial and economic sphere is considered the main document that not only characterizes the direction of entrepreneurial initiative, supported by financial and economic calculations, but also forms a potential result taking into account the impact of various risk factors. related to finance and economics, to the hidden, but crucial – psychological and behavioral. Therefore, the aim of the article was to build a model for developing a business plan, taking into account at different stages of its formation of key psychological and behavioral aspects of the impact. For this purpose, research methods were used, such as dialectical, induction, modeling and analytical. The study found that business plans practiced in the business environment of Ukraine are based on two methods: TACIS and the European Bank for Reconstruction and Development. Each of them focuses exclusively on the financial and economic aspects of the activity, considering them in detail. However, the attention of scientists and practitioners has long been focused on the hidden aspects of influence, in particular, psychological and behavioral, which should be taken into account during business planning to minimize the hidden risks of entrepreneurial initiative. Therefore, a model of gradual development of a business plan was proposed, taking into account psychological and behavioral factors, such as: psychological and emotional goals of the business plan, the prevailing model of financial and economic behavior of the target audience, a list of possible hidden benefits of the business plan, psychological types, cognitive biases and financial and economic priorities of the target audience.
Key words business plan, psychological and behavioral factors, model of financial and economic behavior, stages of business plan, entrepreneurial initiatives
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